Wake up, it’s revolution time! Gone are the days when you could plan out your marketing and public relations programs well in advance and release them on your timetable. It’s a real-time world now, and if you’re not engaged, then you’re on your way to marketplace irrelevance. “Real time” means news breaks over minutes, not days. It means ideas percolate, ...
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Wake up, it’s revolution time!
Gone are the days when you could plan out your marketing and public relations
programs well in advance and release them on your timetable. It’s a real-time
world now, and if you’re not engaged, then you’re on your way to marketplace
irrelevance.
“Real time” means news breaks over minutes, not days. It means ideas
percolate, then suddenly and unpredictably go viral to a global audience. It’s
when companies develop (or refine) products or services instantly, based on
feedback from customers or events in the marketplace. And it’s when businesses
see an opportunity and are the first to act on it.
Caught up in old, time-consuming processes, too many companies leave
themselves fatally exposed by flying blind through this new media environment.
You don’t have to be among them. Discover Real-Time Marketing and PR and get a
clear path to navigate and succeed in the changed business landscape.
In this eye-opening follow-up to The New Rules of Marketing and PR , a
BusinessWeek bestseller,David Meerman Scott reveals the proven, practical steps
to take your business into the real-time era. Find out how to act and react
flexibly as events occur, position your brand in the always-on world of the
Web, and avoid embarrassing mistakes and missteps. Real-Time Marketing and PR
will also enable you to: Develop a business culture that encourages speed over
sloth Read buying signals as people interact with your online information
Crowdsource product development, naming, and even marketing materials such as
online videos Engage reporters to shape stories as they are being written
Command premium prices by delivering products at speed Deploy technology to
listen in on millions of online discussions and instantly engage with customers
and buyers
Scale and media buying power are no longer a decisive advantage. What counts
today is speed and agility. While your competitors scramble to adjust, you can
seize the initiative, open new channels, and grow your brand. Master Real-Time
Marketing and PR today and become the first to act, the first to respond, and
the first to win! From the Book: Benefits to People and Orgainizations that
React in Real-Time When you start a conversation, you are recognized as someone
who is plugged into the marketplace of ideas If you talk about an idea early,
you naturally get more exposure because the threads of conversation stem from
what you have said. If you’re late you get lost in the cacophony With a new
product, if you are first to market in a hot category, your initial momentum
may give you a competitive advantage for many years If you’re an early adopter
on a social media platform, you build a larger following than those who join
later If you’re first to engage the market, people notice and your offering
gains valuable attention If you react early and connect with customers as their
concerns arise, they see you as thoughtful and caring From the Book: What's
Expected in the Corporate World Vs. Real-Time Business Corporate World: Wait,
to make certain Work from checklists dictated by one-year and even five-year
business plans Measure results quarterly Execute based on a long-term “new
product launch” mentality Organize around multimonth marketing and
communications “campaigns” Get permission from your supervisor Run decisions by
your staff Bring in the experts, the agencies, and the lawyers Conduct
extensive research Carefully evaluate all the alternatives Aim for perfection
before public release Respond to customers on your timeframe Engage with media,
analysts, and commentators only when it’s convenient and comfortable for you
Real-Time Business: Act before the window of opportunity vanishes Revise plans
as the market changes Measure results today Execute based on what’s happening
now Implement strategies and tactics based on breaking news Empower your people
to act Move when the time is right Encourage people to make wise decisions
quickly, alone if necessary Make swift inquiries, but be prepared to act
Quickly evaluate the alternatives and choose a course of action Get it done and
push it out, because it will never be perfect Respond to customers on their
time frames Engage with the media at the moment they need your input